art of experiential design

MINI ART BEAT
BMW

London, UK

SUMMARY

This project fused digital design, music and social media in its development. For two weeks, prosumers fully customised the car’s design by streaming short ‘selfie’ and motion graphics videos directly onto the surface of the car via Twitter, Vine, or their webcam through a Facebook app. They tuned in live as their composition was driven through the streets of London and received a personalised clip of their creation to keep and share. The campaign garnered record-breaking views on Facebook, YouTube, and Ustream, earning it a #1 spot on the Mashable Viral Video Charts.

DETAIL

We had already LED pixel mapped the London Black Taxi Cabs for the London 2012 Olympic Games Ceremony with Tait Technologies. Creative agency KKLD wanted us to do the same for Mini Cooper. Tait covered the MINI with 48,000 LED and we used our Ai Media Servers to seamlessly map all of the motion graphics animation that we created.

“Beneath MINI Art Beat’s glowing exterior was state-of-the-art tech that highlights a signature MINI love of pushing the boundaries of space and design.” – Mini Space Team The novel twist was the participatory design experience that gave anyone the chance to stream a personal video of themselves live, alongside their choice from a selection of graphics and tunes. The experiences can be watched here. This project is a good example of the holistic creative and technical production services that Immersive is known for. MINI | Londons Brightest HourMINI | Behind the Scenes IlluminationMINI | Learn How You Can Light-Up London